Giuliana Araujo Martinelli
Verified Expert in Design
Designer
Barranco District, Peru
Toptal member since October 19, 2022
Giuliana is an experienced designer dedicated to leading teams in delivering outstanding and accessible service design, UX, and UI solutions. Her vision is designing for empowerment and has helped multidisciplinary teams to switch their focus towards understanding human needs and their implications before defining a solution. Knowing that synergy and cooperation are agility's best allies, Giuliana strives to find inspiration in real people's lives.
Portfolio
Biofeedback Training App
Scaling from an eCommerce to a Centralized Health Hub
Music Challenge by Pepsi
Digital Marathon
Interior Design App for Paint Brand
Consumer Research for Product Design
Work Experience
Head of Design
Tekton Labs
- Defined and executed the design team strategy to improve the research, UX design, UI design, product, and service design processes. Participated in ensuring quality standards for over 22 projects.
- Built the growth paths across the team, from juniors to leads. Designed and implemented the milestones, key performance indicators (KPIs), and feedback processes for the whole team.
- Created the Open Partners Program to identify high-potential partners as a satellite team to our core team of designers.
Customer Insights Senior Manager
Scotiabank
- Structured the function from scratch as part of the transformation towards a customer-centric company, designing the processes and team roles and establishing the operation across three other functions through a committee.
- Co-led the behavioral profile modeling to complement the value scale in our next best offer. Identified, measured, and tested three different exponential targets, getting 21 times better results by target.
- Designed and led the seasonal value proposition research and product design for three primary segments, retail banking, small business, and premium, executing over 78 processes.
- Supported every major business case presentation in collaboration with commercial intelligence through research, minimum viable product (MVP) design, and UI/UX initial designs under the company's design system.
- Created and led a complete COVID-19 response research framework to track weekly consumers' new needs and behaviors, adapt value proposition and channel response, create support programs, and adapt marketing insights and communication strategy.
UX Lead Designer
Continuum HQ
- Led Pacifico Seguros', the insurance business line of Credicorp, digital transformation over three years. Designed products for final clients, the new public and private website, and a suite of apps for their workforce and partners.
- Helped build and structure several innovation hubs in major companies in the country, such as Scotiabank and Pacifico Seguros.
- Participated in over 40 product design processes for startups and different businesses.
Senior Designer
Nodos Digital
- Worked on the brand communication strategy and campaigns for companies such as Nestle, PepsiCo, and Ambev.
- Designed key visuals and adaptations for over 80 campaigns.
- Co-led the creation processes for campaign concepts and channel roles and responsibilities in each campaign.
Education
Bachelor's Degree in Graphic Design
St. Ignatius of Loyola University - Lima, Perú
Certifications
Sustainable Business Strategy
Harvard Business School
Designing a Business
IDEO U
Storytelling for Influence
IDEO U
Skills
Tools
InVision, Sketch, Adobe, Google Slides, Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Photo Editors
Platforms
Figma
Other
Product Design, UX Design, UI Design, eCommerce, User Experience (UX), Web Design, User Interface (UI), eCommerce UX, Mobile App Design, Web App Design, Responsive Web Design (RWD), Admin Panels, Dashboard Design, User Research, User Interviews, Stakeholder Interviews, User Testing, Wireframing, Workshops, Research, Complex Application User Interfaces (UI), Complex Web Systems, Marketplace Design, Prototyping, Responsive Web Apps, Pitch Decks, Mobile UX Design, UX Strategy, CX Strategy, Graphic Design, Illustration, Data Visualization, Visual Design, Infographics, eCommerce UI, User Behavior, Marketplaces, Design Systems, Motion Design, Mobile Design, Communication Design, 3D Design, Web Design Strategy, Branding, Packaging, Signage Design, Photography, Business Design, Visual Storytelling, Storytelling, Sustainability
Experience
- Mobile UX Design - 13 years
- UX Design - 13 years
- Pitch Decks - 10 years
- Sketch - 10 years
- Product Design - 8 years
- UX Strategy - 6 years
- CX Strategy - 5 years
- Figma - 3 years
Tools
- Sketch
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